New Drinks, Old Tricks

The OC&C US Beverage Innovation Index 2009

Judging by the hundreds of new products launched every year, the beverage companies are an inventive lot. Yet, many of these new products are mere line extensions and few are breakthrough innovations.

OC&C separates the true innovators from the copycats. More than ever, product innovation in the beverage industry is an important tool when faced with shifting market dynamics - categories are maturing. The majority of segments including RTD beverages, functional drinks, tea, coffee, water and carbonated soft drinks are expected to experience slower or even negative growth in the next five years. Fast changing consumer preferences continue to support strong growth in niche segments and specialized product formats ...